For example, Tesco could say something on their website [that breaches the CAP Code] and we can’t do anything about that, but the same statement on a billboard is within our remit.”

It’s no surprise that consumers can be confused about what is and isn’t true. It is asking too much to expect consumers to context switch: ‘Statement is probably verifiable if on a billboard but not on a website may even be dripping in Hon Code or accreditations’. Or – what out for hook statements in print that lure me to a website where claims will look plausible but don’t need to be even vaguely grounded in fact.

I agree that the situation with the ASA and the lack of penalties for repeat offenders of the ‘truth, substantiation’ parts of the code are frustrating. Why would a business change its ways when there are no consequences for repeated infractions?